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Director, Audience Acceleration

Company: Initiative
Location: New York
Posted on: January 16, 2022

Job Description:

Position Summary
As Director, Audience Acceleration, your role entails building, scaling and elevating a holistic approach to campaign execution and measurement across all channels, and supporting the team managing all deliverables for these clients. Within Audience Acceleration Team, you will drive the use of analytics to make short-term and long-term investment decisions and align with all teams to ensure that best practices are being followed, and optimization tactics align to each KPI.

With coordination from your team and all other crafts, you will take the lead reviewing media plans and make suggestions based on audience segmentation, optimizations and budget shifts based on performance. You will be a thought leader in how to improve the way we work as an agency with all partners - internal and external.

Key Responsibilities
Client
Lead communication with client as it relates to performance improvement across channels
Provide recommendations to drive greater efficiency and results for clients across digital channels
Create executive level summaries and progress updates and impact reports providing actionable insights on media performance and optimizations
Establish test & learn data opportunities and hypotheses to improve performance
Provide thought leadership to media best practices, data partners, audience segmentation, research vendor POVs, selection and RFPs, as appropriate

Internal
Align closely with the Programmatic, Social and Digital teams who will be implementing the plans and buys
Collaborate with teams to deploy audience first, data driven media planning and execution
Monitor campaigns on a daily/weekly/ monthly basis providing optimization feedback to activation teams, trouble-shooting errors and ultimately maximizing performance
Perform analysis on the Media mix rationale, budget distribution, forecasting and phasing of targets
Oversight of trading on a weekly, monthly, quarterly basis to gain the best ROAS or client KPI possible with the investment
Role will also involve directly managing the paid social, search and programmatic teams
Drive audience 1st and data driven marketing solutions across digital planning and ensure campaigns are managed in a manner to facilitate robust measurement and data hygiene
Develop cohesive digital cross-channel recommendations and plans (search, social and programmatic)
Facilitate tagging strategies and accurate tracking for conversion and remarketing
Leverage and incorporate into plans IPG audience assets and capabilities such as Acxiom and AMP data solutions and services
Work with client CRM, DMP teams for audience segmentation strategy and audience activation
Interpret data delivered by the analytics and reporting team on a regular basis for optimization and recommendations
Oversight of operations strategy - tagging, ad-tech tool recommendation and tech stack utilization
Support the end-to-end performance process
Identify opportunities to create efficiencies between all teams and evolve internal processes to enable dynamic and agile delivery of campaigns
Manage reporting and analytic requirements along with reporting cadence - working closely with Analytics to develop weekly, monthly and quarterly insight presentations
Detect overlaps and duplicative audiences and inventory across digital channels and partners to optimize digital recommendations
Collaborate with global counterpoints to establish Global best practices for Performance from the NY Hub
Identify and drive incremental scope development, leveraging IPG audience assets and tools

Commercial
Contribute to the profitability of primary accounts, and involvement of SBU

New Business
Contributor to new business as required

Desired Skills & Experience
7+ years in digital media planning, execution & management
4+ years in demand gen channels (search, social, or programmatic)
Proven ability to make holistic, cross-channel recommendations and optimizations - from both a strategic/birds eye view to a technical implementation
Experience in building audience based and performance based media plans using outcomes and KPIs to determine digital partner and channel splits
Have a strong knowledge of Martech, Ad tech and self-service platforms available in the marketplace
Ability to interpret data into meaningful insights for clients on a regular basis - daily, weekly, monthly
Has a strong understanding of the entire media ecosystem, with the ability to bring forward-thinking, strategic insights on how we evolve as an agency
Experience in managing multiple clients, and teams
4+ years of experience in managing or leading a team
Ability to delegate and oversee direct reports
Excellent written, verbal communication and presentation skills
Strong time-management and organizational skills

Employment Transparency
It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law.

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.

For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email accommodation@mbww.com

About Us
Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world's fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become. We call this Cultural Velocity ---. Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance. Our new world model is comprised of "craft centers" - Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.

Keywords: Initiative, New York , Director, Audience Acceleration, Executive , New York, New York

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